TikTok’s launch of ‘Search Ads Campaigns’ with keyword targeting presents a valuable opportunity for media agencies. With 57% of TikTok users using the search function—23% within 30 seconds of opening the app—this feature enables brands to appear directly in search results, reaching users actively seeking products or information.
Previously, ads could only appear near search results without targeting specific keywords. Now, media agencies can select relevant keywords for precise ad placement, enhancing campaign effectiveness. Moreover, TikTok’s ecosystem also recommends keywords to streamline this process. With traffic and web conversion objectives, agencies can tailor campaigns to meet various client goals.
Early results show brands using both ‘Search Ads’ and ‘In-Feed Ads’ see a 20% increase in conversions, giving media agencies a compelling strategy to offer clients. This update aligns TikTok with Instagram and YouTube’s monetization strategies, allowing agencies to further optimize brand reach on a growing search-based platform.
Source: eMarketer
